03/28/2024

Take a Second Look at Your Metrics

Measuring your members' post-pandemic engagement must be different

How committed are your members to your value proposition? It might be shakier than your numbers are telling you.

I'm thinking about this in light of an article I wrote on meetings metrics for Associations Now’s latest batch of Deep Dive articles. Rich Vallaster, DES, CEM, director of marketing, trade shows & events at A2Z Events, explained in the article that these days a person registering for a conference isn't the evidence of commitment that it used to be. Since the pandemic, associations have lowered prices and made it easier for attendees to cancel without serious penalties, making it easier for people to opt out later.

One solution to this issue, of course, is to increase prices, and penalties for cancellation. But being aggressively punitive could be a missed opportunity to understand what your members are thinking.

Please select this link to read the complete article from Associations Now.